My sales perspective flies in the face of traditional selling. And it’s not just a disruption – it’s the new way of sales. What’s your perspective?
In a recent column, I discussed the worthlessness of the old way of selling – everything from cold calling and finding the pain to overcoming objections and closing the sale. I referred to “the old ways” as manipulative, insincere and aggressive, and cautioned that customers and prospects are not only against it, they’re insulted by it! Ouch.
Me? I prefer being assertive. And there is a huge difference between assertive and aggressive. Here are the four majors:
• Aggressive salespeople tell. Assertive salespeople ask.
• Aggressive salespeople try to “close.” Assertive salespeople use testimonial proof.
• Aggressive salespeople go for the sale. Assertive salespeople go for the customer.
• Aggressive salespeople think “quota.” Assertive salespeople think “relationship.”
Which one are you? It’s the difference between the old way and the new way.
Here’s my list of what’s happening NOW in sales. The New Way. Sales will be happening the new way for the foreseeable future:
• Value attraction. A marketing approach that tells me how I win, not who you are.
• Social attraction. A social presence that’s value-message based. Social messages that your prospective customer can find. It’s time to rethink and revamp the so-called “law of attraction.” If you’re looking to identify and attract willing buyers, value attraction and social attraction are the new laws. Value attraction and social attraction are the new way of selling.
• Find the pleasure. Things you both know about and like will make the sale easier and faster than painful things (that are likely none of your business) that make the prospect uncomfortable.
• Ask emotionally engaging questions. Ask questions about them (the prospect or customer), that make them respond in terms of you. Uncover their experience, their wisdom and their knowledge.
• Discover the customer’s motive to buy. Why people buy one billion times more powerful than how to sell.
• Confirm the urgency of your offer. Once you understand the customer’s motive to buy, their urgency becomes apparent. If you haven’t uncovered their motive, you will never know when they intend to purchase.
• Be both available and easy to do business with. 24/7/365 is the new 9-5. I want a friendly, intelligent, live human being to answer the phone when I call, and so does every human being on the planet.
• Give “after the sale” value. Once I purchase, show me more and tell me more about how I can use, produce more, and profit more from what I own. Give me a weekly value message, not another sales message. Serve me, WOW me, and surprise me.
• Earn referrals. Asking for referrals has been replaced by earning referrals and giving referrals. Think about the last time you GAVE a referral. Oh wait, maybe you never have! That’s because giving referrals requires work. I didn’t say the new way of selling was easy, I just said it was a new way. Ask before you tell. Give before you get. Earn before you ask.
• Build online and word-of-mouth reputation. What are you known as? What are you known for? What is your image? What is your Google image? What is your social image? These five elements comprise your reputation. No asset is more valuable.
• Build relationships. Everyone talks about being relationship oriented. But my findings show just the opposite. A quick review of the elements above will let you see exactly where you are on the “solid relationship” scale. I don’t want you to be relationship oriented, I want you to be relationship building. Every day. •
Jeffrey Gitomer is president of Charlotte-based Buy Gitomer. He can be reached at (704) 333-1112 or email to salesman@gitomer.com.
